GrowthPresented by Taylor Scollon

Retention matters most

% a

ctiv

e m

onth

ly u

sers

days from acquisition30

How to measure retention

Total Users

% a

ctiv

e m

onth

ly u

sers

days from acquisition30

This is good

% a

ctiv

e us

ers (

mon

thly

)

days from acquisition30

This is bad

Retention Rate = ((CE-CN)/CS)) X 100

CE = Customers at end of period CN = Customers acquired during period CS = Customers at start of period

Retention Rate = ((500-100)/550)) X 100Retention Rate = 72%

Good retention rates depend on your business model

What’s your most important metric?

Nights booked Monthly Active Users

What is the magic moment that drives that metric?

First stay Adding 10 friends

Virality

Factor of payload, frequency, and conversion rate

Payload Low Low High

Frequency High Low Low

Conversion Rate High High High

Invite

Send

# invited

Convert

5%

1

50

10%

K Factor = 0.25

K Factor > 1 = Free Growth

SEO

Keyword research

Backlinks

Site structure

Paid

Test creative Test audiences

Test landing pages

Try to reduce marketing costs by building renewable audiences